HKTB Strengthens Promotions in the Middle East, Signs Memoranda of Understanding with Leading Arabian Airline and Online Travel Agent and Leads the Largest-Ever Trade Delegation from Hong Kong to Dubai

In recent years, the Middle East has become an emerging tourism market that the world highly focused on. This month, the Hong Kong Tourism Board (HKTB) launched a series of initiatives targeting the member states of the Gulf Cooperation Council (GCC) in the Middle East, including Saudi Arabia, the United Arab Emirates (UAE), Bahrain, Kuwait, Oman and Qatar, with a view to strengthening efforts to promote Hong Kong tourism in the source markets of the Middle East and attracting more travellers from the markets.

Mr Dane Cheng, HKTB Executive Director, said, “Statistically, about 80% of the total visitor arrivals from the GCC countries travel to Hong Kong for leisure and business. They not only have high spending power, but are also pursue to enjoy stylish travel experiences. With the increasing number of direct flights between the Middle East and Hong Kong, the availability of high-end travel experiences and the HKTB’s co-operation with the travel trade to enhance -friendly facilities in Hong Kong, HKTB believes that we can welcome more visitors from the Middle East. HKTB has therefore decided to seize the opportunity to launch a number of promotions this month to further capture the opportunities arising from the Middle Eastern markets in collaboration with the travel trade.”

HKTB launched the following four major promotions targeting the Middle Eastern markets:

1. Largest-ever Hong Kong delegation to top Arabian travel fair

HKTB led the largest-ever trade delegation from Hong Kong with more than 30 representatives of the Hong Kong travel trade, including travel agents, attractions and hotels, to participate in the largest international travel trade show in the Middle East, Arabian Travel Market (ATM) in Dubai, from Monday to Thursday (6 to 9 May). The delegate networked with trade partners in the Middle Date: 8 May 2024 Total pages: 3 2 East and discussed partnership opportunities. The HKTB has set up a pavilion for Hong Kong at the event to showcase the city’s novel experiences and offerings, deepening Arabian trade partners’ understanding of Hong Kong in the tourism industry.

2. Memoranda of Understanding with Emirates and Dnata Travel Group to promote Hong Kong tourism

During the ATM, HKTB signed two partnership memoranda of understanding (MoU) respectively, one with the leading airline in the Middle East Emirates and the other with leading online travel agent Dnata Travel Group to deepen exchange and partnership in promoting Hong Kong as an ideal tourism destination among Middle Eastern markets.

Witnessed by HKTB Executive Director Mr Dane Cheng, the MoU were signed by HKTB Deputy Executive Director Ms Becky Ip and Mr Orhan Abbas, Senior Vice President, Commercial Operations (Far East) of Emirates, and Mr John Bevan, CEO of Dnata Travel Group. HKTB will partner with Emirates to organise familiarisation trip to Hong Kong for media, KOLs, travel trade and other stakeholders from GCC countries, allowing them to experience Hong Kong in person through specially curated itineraries. On the other hand, HKTB and Dnata Travel Group will jointly promote Hong Kong tourism through the travel agent’s online and offline platforms.

HKTB signs MoU with Emirates (left) and Dnata Travel Group (right) to step up promotions in GCC markets.

 3. Brand new luxury travel guide with high-end experiences

Given many Middle Eastern travellers have a preference in high-end tourism experiences and specially curated itineraries, HKTB recently launched a new guidebook “Travel in Luxe ． Hong Kong” featuring a wide range of the city’s distinctive lifestyle travel experiences, including thematic selections in Cultural Encounter, Exploring Hong Kong in Style, Family Bonds and Exquisite Services, such as:

•VIP Cantonese opera make-up and costume experience and private viewing of shows in Xiqu Centre; • Helicopter tour around Hong Kong; • Top-tier hotel suite accommodation with personal shopping experiences and private dining by Michelin chefs; • Whole-venue blocked out theme park exploration with customised hospitality service and offerings

Brand new high end luxurious travel guide “Travel in Luxe ． Hong Kong”: https://travelinluxe.discoverhongkong.com/

4. Familiarisation trips to Hong Kong for first-hand experience of Hong Kong’s diverse appeal

In addition to the promotions in the Middle East, HKTB has invited more than 10 entrepreneurs, travel trade representatives, etc. from the Middle East to visit Hong Kong in the near future to experience the charm of Hong Kong. The group will also visit Muslim-friendly facilities in Hong Kong to deepen their understanding of Hong Kong’s cuisine, hotel accommodation, culture and travel experience for Muslim travellers. It is expected that through the influence of these stakeholders and their networks, more travellers from the Middle East will be more aware of Hong Kong as a welcoming destination for them.

Moreover, HKTB will continue its promotional efforts in the Middle East and collaborate with media in the markets to showcase Hong Kong’s strong line-up of international arts and cultural events, as well as various the culturally diverse festivals through contents marketing and videos on social media to attract more young and family visitors from the Middle East to Hong Kong.